Female founders and women entrepreneurs from this year’s She Loves Tech Global Competition share their experiences of gender bias and the role we can all play in challenging gender stereotypes and driving greater equality
When Laura Yeraliyeva was fundraising for her business Yaya, a ClassPass equivalent for children’s activities, she was on the receiving end of frequent disrespectful and dismissive behaviour from potential investors.
“One investor said: "Startups are a high-risk business, there is no place for women in it,” she recalls. “Another suggested that I open a beauty salon or a coffee shop instead of doing a startup. The third one asked with a smirk: "Doesn't your husband have a kidney? Let him sell it and invest in your startup.”
“I didn't show that their words hurt me, but after one particularly difficult meeting, I came home and burst into tears. It was painful. My hands dropped, my hopes disappeared. Even my husband's father said it was time to "close the shop", look for a job, and devote more time to my daughter and husband,” says the Kazakhstan-based founder. “But, with each new day, I found the strength to move on. I knocked on every door, and they started to open. As a result, I raised $280,000 on a pre-seed, assembled a strong team, and in a year we made $2 million in turnover,”
Founder Carla Penn-Kahn takes any nos or rejections as catalysts to drive her on her entrepreneurial journey. “I love two sayings: "the proof is in the pudding" and "live and learn”,” says Penn-Kahn, who founded Profit Peak, a SaaS company supporting advertising, inventory, customer and finance for eCommerce businesses. “Throughout my journey to raise venture capital, I’ve discovered that I learn far more from the "nos" than the "yeses." Each rejection informs my approach for the next conversation, and I thrive on the challenge of turning a "no" into a "yes"—it truly fuels my drive. Additionally, I remind myself that proving the "nos" wrong is far more rewarding than simply accepting their decisions. In doing so, we not only advance our own goals but also help break stereotypes and biases by demonstrating our capabilities and resilience.”
To challenge gender stereotypes and bias in the startup ecosystem, we need to show up authentically and market ourselves confidently.
Perseverance and a mindset shift are just two ways to respond to the widespread gender present in the startup ecosystem. Female founders frequently face discrimination, but there are ways to stand up to gender stereotypes and challenge them.
“To challenge gender stereotypes and bias in the startup ecosystem, we need to show up authentically and market ourselves confidently,” says Shari Van De Pol, a former computer engineer and veterinarian who is founder and CEO of agritech startup Cattleytics, which uses interactive software solutions prioritising sustainability, animal welfare and economic viability to support dairy farmers.
“Early in my career at IBM, I often found myself downplaying who I was to fit into mostly male spaces. I avoided mentioning anything that might seem ‘too feminine’—anything that felt tied to being a woman. Over time, I realised I was constantly editing myself to fit a stereotype. I made a deliberate effort to stop doing that. Of course, it’s about being considerate; I wouldn’t bring up fashion to someone who clearly isn’t interested. But I also stopped toning down my outfits or hiding the fact that I spent a weekend sewing a dress. We shouldn’t have to alter who we are to be seen as credible. I also didn’t realise that in some ways I was being watched by younger women in the workplace and I was the one setting the example of how to “be”.”
More recently, Van De Pol has been trying to increase her visibility by participating in various programmes and sharing her journey at events and on podcasts. “These experiences are vital not only to show other women, but also men, the different ways entrepreneurship can take shape, the pathways available, and to help them navigate similar challenges.”
“Women entrepreneurs can challenge gender stereotypes and bias by building strong personal brands through public speaking and networking, joining women-focused entrepreneurial groups for mentorship, and promoting visibility by sharing success stories,” says Dr Anasuya Roy of Nanosafe Solutions, a biotech company using active copper to create non-toxic antimicrobial formulations for use in textiles, coatings and cosmetics. “Engaging in advocacy for gender equity and educating stakeholders about biases is crucial. Additionally, mentoring young women empowers the next generation to break through barriers and succeed.”
“The best way to build a strong network of mentors and allies in the entrepreneurial space is to simply ask, whether it is at a networking event or through a LinkedIn direct message. I often find that women, including myself, hesitate to reach out for mentorship opportunities,” adds Penn-Kahn. “On the other hand, many female founders feel over-mentored, which highlights an important point: the concept of mentorship can sometimes perpetuate stigma and biases against women in leadership roles. It's essential to acknowledge that while mentorship can provide valuable support, it can also reinforce the idea that women need extra help to succeed. This can inadvertently suggest that female founders are less capable, further entrenching existing biases. We should strive for a balanced approach that empowers women without reinforcing negative stereotypes.”
See also: Cecilia Zhang and Ulrike Klemm on finding the perfect mentorship match